Wednesday, December 9, 2009

Effective Customer Engagement in a Social World - A New Mandate

"In one’s professional life it becomes even more important to get endorsements or positive user reviews when making a work decision because it is usually a huge ticket item and your credibility relies on it, your job relies on it." - This quote is from a social media executive at a Fortune 10 company.

Professional networks and business focused on-line communities are quickly becoming a new strategic mandate for many professionals and companies selling in a Business-to-Business environment. As discussed in previous posts, it has long been known as truth that peer endorsement is the single greatest decision-making accelerant. Through social media, peer influence cycles are happening at a velocity never before seen, and in many ways, companies are losing the ability to control their messages and their 'sales cycle.' Decision making is clearly becoming more social.

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